Interesting premise at this company: each cable indvidually tested just before shipment on a rig similar to the one used in the audioholics article*. The flat HDMI cable looked interesting ... I won't re-type all they say, you can go there:

http://www.hdtvsupply.com/1080p-flat-hdmi-cable.html

Prices are not the absolute lowest, but nearly so - 10m to 35ft in the $100 range - with a performance guarantee. There just might be more technical knowledge than snake oil at this place, even if some sales talk is used.

Other HDMI constructions are also available, differing gauges, some with boosters for even longer lengths.

*(page 4 - real world results including cable compensation means longer lengths are practical).